Brand warfare
Subtitle: 10 rules for building the killer brand : lessons for new and old economy players
By: David F. D'Alessandro, with Michele Owens.
Contributors: Owens, Michele.
Publisher: McGraw-Hill
Published: 2001
Place of publication: New York
Language: eng
Number of pages: 185
Subjects: Brand name products.; Product management.
Description: "A movie star like Tom Hanks talks openly about the importance of protecting the Tom Hanks brand. The State of Vermont thinks it's a brand, too and wants to keep out-of-state companies from borrowing the name "Vermont." Even the official exorcist of the Cathedral of Notre Dame believes he does a lot of business because Notre Dame has "a certain brand name."" "It's Brand Mania. And if you try to tell any professional anywhere in the world that brand matters, you are probably preaching to the converted." "At the same time, nothing is as misunderstood in business as the question of how to use a brand. Businesses routinely sink their brands with ill-considered mergers and acquisitions, mishandled scandals, and embarrassing sponsorships. Even brand-savvy companies like Nike and Coca-Cola occasionally stumble because they fail to recognize that a brand is everything a company does - the information you want to communicate to consumers and the information you communicate despite yourself."--Jacket.
Notes: Includes index.